<![CDATA[GUERILLA MARKETING]]>The term ”guerilla marketing” was first used in the early 1980s by a business writer Jay Conrad Levinson. Guerilla marketing is an advertisement strategy which many businesses use to promote themselves and their products or services because of it’s unusual and creative way of advertising. By using this technique, businesses often don’t spend a high budget but the result is astonishing and sometimes even breathtaking. The purpose of guerilla marketing is the same as any other advertising strategy. However, the focus is on grabbing the attention of the public in a more memorable way by making the advertisements fun and lasting. Mostly this technique of advertisement is seeable and reachable on various public places, which attract a great number of people.
There are several types of guerilla marketing, such as ambient, ambush, stealth, viral, street marketing… For this particular essay, I’ve chosen to write about four types of guerilla marketing.

TYPES OF GUERILLA MARKETING

A/ Outdoor Guerrilla Marketing: it adds something creative and innovative to preexisting urban and rural environments. It’s all about tricking the mind in a fun, harmless way.

gueri

This is an example of an outdoor guerilla marketing. People are often cold at night waiting at the bus station for the bus to arrive. This outdoor ad for hot food from Caribou Coffee turns bus shelters into ovens, with everything from the time to the turn dials to actual working heaters. By adding electric heaters on top of the bus shelter and by adjusting it’s look, it appears as if you are waiting in an oven which makes people laugh and warm at the same time, even getting a bit hungry by looking at the food ad.

B/ Indoor Guerilla Marketing: it adds something creative and innovative to preexisting indoor locations (buildings, shops, train stations…).

ps2

This is an example of an indoor guerilla marketing. It is an advertisement for the PS2. The target group is obvious – men between 14 to 50 years and above. The purpose of this advertising method is to let men have fun when going to the bathroom by catching the buttons.

C/ Event Ambush Guerilla Marketing: “A situation in which a company tries to advertise its products in connection with a big public event, without paying any money, although they are not the official sponsor.”- Cambridge Dictionary definition.

prinsgles

Pringles distributed 24,000 cans that read ”These are not tennis balls!” (playing off the fact that Pringles tubes mirror the packaging that tennis balls are sol din) outside Wimbledon and the ambush marketind stunt certainly caught a loto f attention. This guerilla tactic even gained coverage on Radio 1, the Daily Telegraph, the Daily Mail and the Washington Business Journal.

D/ Experiential Guerilla Marketing: it consists all of the above, but requires the public to interact with the brand. In other words, the public must participate in the advertisement to make it work.

sranje

This particular example of experiential guerilla marketing allows the public to participate in the idea of the advertisement. While waiting for the bus to arrive at the bus shelter, the public sits on a bench which gives the illusion of being on a roller coaster. This way, the public is having way more fun than usually.

SOURCES:
https://blog.hubspot.com/marketing/guerilla-marketing-examples
https://designshack.net/articles/inspiration/50-creative-and-clever-examples-of-outdoor-advertising/
http://adstonishing.blogspot.hr/2011/01/caribou-coffees-hot-n-wholesome.html
https://dcmpb00066448a.wordpress.com/
https://blog.printsome.com/ambush-marketing/
http://www.partnershipactivation.com/sportsbiz/2009/8/5/pringles-goes-ambush-at-wimbledon.html
https://www.google.hr/search?q=%E2%80%A2+Experiential+Guerilla+Marketing&rlz=1C1WPZB_enHR700HR700&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiare7ZmqbaAhUiOpoKHYnHBs0Q_AUICigB&biw=1280&bih=918#imgrc=Uuy-A-wfSUNIsM
https://www.google.hr/search?q=guerilla+marketing&rlz=1C1EJFA_enHR779HR779&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjHhKO0s6baAhUH1ywKHSeTCYEQ_AUICigB&biw=1280&bih=694#imgrc=XPMAg5LQKlDl8M:
Author: Yasmeen Mu’allem

]]>